Case study
Lexsa moves beyond founder-led sales: 60 meetings in 9 months and a €1.8M seed round
A legal tech startup's first outbound channel, with 20% demo-to-customer conversion.
-
60
Qualified meetings in 9 months
-
20%
Demo-won conversion
-
€1.8M
Seed round closed during the engagement
-
0
SDRs hired in-house
About company
- Name
- Lexsa, now Rulen (One Less Thing S.r.l.)
- Headquarters
- Milan, Italy
- Founded
- 2024
- Employees
- 7
- Industry
- Legal & tax tech — AI platform for accountants and tax advisers
- Revenue
- €1M ARR
- OutboundHub service
- SDR as a Service
- Project length
- 9 months (ongoing)
About Lexsa, now Rulen (One Less Thing S.r.l.)
Lexsa, now Rulen, is a Milan startup founded by Simone Hong and Claudio Cama. It builds an AI operating platform "built by tax experts for tax experts" that automates research, analysis, calculations and document management for accounting firms, tax advisers and corporate tax departments.
With a team of 7 and €1M in ARR, Lexsa grew fast. But all of that growth went through the founder and inbound: it needed an outbound channel that worked without him.
The Challenge
-
Founder-led sales
The founder handled every sale personally, taking time away from product, team and investors.
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Inbound only
The pipeline relied entirely on inbound requests, with no way to speed it up.
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No outbound process
There was no structured, repeatable channel to proactively reach new customers.
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A round coming up
Ahead of the seed round, it needed solid sales numbers and predictable growth.
The Solution
- 01
A focused ICP
Tax advisers: tax firms and tax professionals, the audience the platform is built for.
- 02
ICP-built lists
Prospects and decision-makers selected on the defined profile, with no generic databases.
- 03
A dedicated SDR
An OutboundHub team dedicated to Lexsa: the company's first outbound channel, live from day one.
- 04
Structured cold calling
The phone as the main channel, with messages tested and refined week after week.
- 05
Qualification and handoff
Only meetings with qualified decision-makers reached the founder, who could focus on closing.
- 06
Growth beyond the founder
A steady pipeline that no longer depends only on the founder's network and time.
Why It Matters
Lexsa moved from founder-led growth to a structured sales engine without hiring an in-house sales team. The founder could focus on product and investors.
During the engagement Lexsa closed a €1.8M seed round, with an active outbound pipeline and concrete sales numbers to show.
The Results
In 9 months OutboundHub brought Lexsa 60 qualified meetings, with 20% demo-to-customer conversion. In the same period Lexsa closed a €1.8M seed round.
Since adopting Outboundhub:
-
60
Meetings
-
20%
Demo-won
-
€1.8M
Seed round
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